Lisa Thal is an Author, Speaker, and Business Coach. Simplify Your Sales meetings. She wrote the book "Three Word Meetings." Lisa coaches leaders on simplifying sales and business meetings with fun and interesting 3-word topics to get your sales team motivated and inspired. She has over 34 years of marketing, sales, and leadership experience.
In episode 94, Learn the 5 tips to earning the meeting with your prospect now!
There is a process with payoff when you follow a proven strategy.
When reviewing your l...
Lisa Thal is an Author, Speaker, and Business Coach. Simplify Your Sales meetings. She wrote the book "Three Word Meetings." Lisa coaches leaders on simplifying sales and business meetings with fun and interesting 3-word topics to get your sales team motivated and inspired. She has over 34 years of marketing, sales, and leadership experience.
In episode 94, Learn the 5 tips to earning the meeting with your prospect now!
There is a process with payoff when you follow a proven strategy.
When reviewing your list of prospects, the goal is to answer three questions before trying to secure the first meeting.
- Show that you know something about Their business.
- Give the prospect a reason to meet with you.
- Give the prospect a reason Why they should meet with you Now!
Following the 3 P's, you will be on your way to meeting more prospects faster than your competitors.
Purpose: Why are we meeting? Why meet Now?
Process: Process vs. Product?
Payoff: How will we benefit from spending this time together?
So let's think about the Purpose of your meeting. Why should they meet with you, Now? Google is our gateway to finding meaningful reasons as to why they should meet with us. You have to be resourceful in finding that reason, so you earn the meeting this season.
Just securing an appointment is one of the most challenging steps in the entire sales process. Yes, having a referral, a case study of proven success, or an industry success story makes this Process a little easier.
But, what if you don't have those? It would be best if you discovered a VBR that is relevant and timely for your prospect.
In my search to help us find a more effective way to get our prospects to meet with us now, I discovered five tips that The Center for Sales Strategy recommended.
1. Prospect's Website
Most of us look at clients' websites' home page. But let's look for any current or upcoming initiatives that you could help enhance. What about sponsorships or charities they're involved? Go to the bottom of the page and look for the news section. There you may find new announcements going on with the company.
2. Industry News
What's going on in their industry right now that may be a significant challenge for them? How might you help with this? If you don't know off the top of your head, do a quick Google search for recent news in the category. Industry websites — check or subscribe to stay up to date with how your prospect's industry is doing. Competitive gains — Has a competitor of theirs done something that will potentially affect your prospect's business?
3. Consumer Behavior Trends
Think about their target consumer. Are there any recent trends that could be affecting the way they may purchase their product/service?
Start broad if you're not sure of their exact target. Think generational trends: millennials, boomers, etc. Call and say that you have discovered a real need to reach adults 25-34 and see their company answering the needs.
4. Social Media
Yes, most companies have a Facebook page. Think beyond their page and check out to see any initiatives and how they interact with their consumers. Read the shared comments to know if you see a trend or need.
Use LinkedIn to connect with the decision-maker and join groups relevant to that industry. Pay attention to discussions among the group. Ask questions if you have any – their answers may help you get in the door with your prospect!
5. Timing
Is there a seasonality of their product or service? For example, if they're about to enter the slow season, how might you help them increase sales and stay top-of-mind?
Use Google Alerts. Set up a Google Alert, so you receive a daily/weekly update every time your prospect shows up in the news. There may be something in the future, if not now.
You may need to combine a few resources to create that sense of urgency in the prospect's mind. Now you have established a solid reason why they should meet, now.
Now let's discuss the Process!
Many of your competitors, not the three-word podcast listeners, focus on leading with their products when trying to earn the meeting versus focusing on the Process.
Product pitchers or package pitching is what these clients come to expect or, as Jennifer Darling says, " Pitch Slapping them.
Let me give you an example:
Product pitch: " I would love to talk to you about an idea that we created to deliver results for your business." In this case, you talk about the results they have achieved for others.
Process pitch: "We have a powerful process that's worked very well with many companies like yours and helped them to achieve new customer conversions." In this example, you talk about HOW you achieved the results for your clients. The How - Now!
Can you hear the difference? You can lead with Product, Product, Product or Process, Process, Process.
In your next sales meeting, talk with your team about if your team is product pitching or sharing a proven process when securing the first meeting.
Finally, the Payoff!
This meeting's intended payoff is for you to share the Purpose and the Process you offer clients to help impact what is important to them.
Why should they want to meet with you now —and not the other way around? Because you have the answers to these three words: Purpose, Process, and Payoff!
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